Integrated marketing communications
Subtitle: strategic planning perspectives
By: Keith J. Tuckwell
Edition: 2nd ed.
Publisher: Pearson Prentice Hall
Published: 2008
Place of publication: Toronto
Language: eng
Number of pages: 440
ISBN-13: 9780132199124
Subjects: Communication in marketing; Textbooks; Sales promotion; Advertising; Marketing; Planning; Communication en marketing; Manuels d'enseignement supérieur; Ventes; Promotion; Publicité; Planification
Notes: Includes bibliographical references and index.
Table of contents: title: Integrated marketing communications : an overview; title: Strategic planning principles; title: Branding strategy; title: Advertising planning : creative; title: Advertising planning : traditional media; title: Planning for direct response communication; title: Planning for online and interactive communications; title: Sales promotion; title: Public relations; title: Event marketing and sponsorships; title: Personal selling; title: Evaluating marketing communications programs; title: Media buying principles and media information resources; title: Integrated marketing communications plan : Mr. Sub.